瑞萨科技的供应链策略研究

上海交通大学硕士学位论文瑞萨科技的供应链策略研究姓名：戴蔚岚申请学位级别：硕士专业：工商管理指导教师：黄培清20090111ICTHERESEARCHOFRENESASTECHNOLOGYFORREGULATINGSTRATEGYOFSUPPLYCHAINMANAGMENTABSTRACTWiththedevelopmentoftechnologyandtheglobalizationofeconomy,themarketingcompetitionisgettingmoreandmoreseriouswhichmostcompaniesarefacingnow.Asamajorsub-strategyofcompany’scompetitionstrategy,supplychainmanagementenablethecompanytotakeuseofoutsideresource,enhanceitsownadvantageandfinallyimproveitscompetency.Thesub-strategyshouldbeconsistentwiththecompetitionstrategyandtherighttacticsshouldbesetupandimplemented.ThisthesispresentedthehistoryanddefinitionofSCM(SupplyChainmanagement)togetherwiththebasicconceptsofsupplychainfirstly.Also,itanalyzedthecurrentsituationandtrendofICindustry.Afterthat,itgavethebackgroundofRenesasanditsgreatChinacompetitionstrategytogetherwiththerunningsupplychainexecution.BasedontheunderstandingofthecompanystrategyandtheSCmode,itpointedoutproblemsofcurrentsupplychainandhighlightedthosewhichwereunmatchedwithcompanystrategyincurrentoperation.Tosearchforasoundresolution,itanalyzedtheinternalandexternalsituationofthecompany,thenfiguredoutafeasibleChinasupplychainstrategywhichwasfullymatchedwithcompany’sstrategyandmetitsbenefit.Thedetailtacticsandtheexpectedresultsweregivenfollowing.KEYWORDS:SCM,regulatingstrategy,improvementMBA180MBA21.1SupplyChainManagement—SCM1.1.190HorizontalIntegration()SupplyChainManagementSCMSCMLisaEllramMarthaCooperMBA31.1.212345612PSA—Product&ServiceAgreement345MBA46SRMSupplierRelationshipManagement781.21212120053,00015%201019,05514.7%2,800200515,00025,00013%70%MBA5122119651959119656465,0001975“”iPod6-1821MBA61FIGURE1Costatdifferentphasesofsemi-conductor’slifecycleIDH(IndependentDesignHouse)OSIDH,IDHIDH30IDHOEMIDHIDH,IDHIDH,DSPCPU350,,,,IDH,IDHMBA7344520002044200132200213200320042130282005200708075MBA81.31987TsugioMakimoto“”“”1991ElectronicsWeekly“”Makimoto’sWave1957-2007220012002SoC/SiPSystemonachip/systeminapackage2007-2017“”XilinxAlteraKaiserslauterinHartenstein“”“”“”“”2Figure2Makimoto’sWaveanditsrevisionSoC“”“”“”“”SoC/SiPLSIMBA9“”“”“”“”“”MassCustomizationIT“”(VMI)MBA10ERPSRMCRMMBA112.150055%45%RenesasTechnologyCorp.RenaissanceSemiconductorforAdvancedSolutions2007326,50024575,4MCU33PC/AVSoC(SystemonChip)LSISARMASSPMCU48bitPKG16bit8C/TinyRISC32bitLCDAG-AND33Figure3RenesasTopProductGroupsMBA1220034.421.4,2004iSuppli,,2.230%MCU201020061.5~240733,5004FIGRURE4RenesasChineseMarketShareGrowingPlanMBA132251120047120GCP—GreatChinaProject20102006212007200660%40%201040%60%22007134IDH562010MCU2IDHMCU3MBA14MCU:MCUNO.1;MCUMCU200610201020:PC:ForChina,OfChinese,ByChinese”2.31-Budget43MBA15255FIGURE5RenesasInternalDemandProcess3MBA164562.414-8MBA17IT2.60%40%50%MBA183PL2.5MBA19DesignHouseMBA203.13.1.1MITICMBA216FIGURE6SupplierChainStrategyMatrix6VMI3121234MBA2277FIGURE7FrameworkforanExcellentSupplyChina8------MBA23MIT20208FIGURE8CompetitiveStrategyElementsandSupportingModelCharacteristicsWal-MartDellCiscoSystemCiscoSystemIT323.2.1MBA24,PEST1GDP08(GDP)10.4%1.80809GDP8%08CPI84.9%PPI810.1%1207“”“”“”“”“”MBA25CPI52004IC20030%IC30082MBA2620066083a.086b.200215%c.Internetd.MBA271320004InternetRFIDERPII5,TI(TexasInstruments):TIInfineonSCMCompendiumEFEEFE110~2023141~5-1~-551-5-1MBA28561EFE1Table1RenesasSCMEFE0.12550.625IC0.0540.20.0520.10.07540.30.130.30.140.40.05-2-0.10.05-3-0.150.1-1-0.10.15-2-0.30.15-3-0.4510.825EFE5-503.2.2MBA29ITSCMSCMITIFEIFE110~2023141~512345562IEF2Table2RenesasSCMIEFITIT0.140.40.1530.450.13.50.350.1530.450.13.50.35MBA300.130.3SCM0.0752.50.1875SCM0.12530.3750.120.213.0625IEF5133.0625323SWOTSWOTSWOTStrengthWeaknessOpportunityThreatSWOTSOWOSTWT-SO-WO-ST-WTSWOTSWOTSWOT812345SO6,WO7,ST8WT584SWOTSWOTMBA31ITSCM////ASSPICIC3SWOT3SWOTTable3RenesasSCMSWOTAnalysisITSCMMBA32ICSCM333311“”2MBA3334/2433290MBA342000MCUMicro-ComputerUnitMBA3541199FIGURE9Need-BasedSegmentation2GraingerHomeDepotWalMartAutoZoneStaplesChryslerMaylagWestinghouseMBA363SalesandOperationPlanning--S&OPS&OPS&OP456BusinessProcessReengineer--BPRMBA37Vender-ManagedInventory--VMI742421BusinessProcessReengineering--BPRFunctionorientedorganizationProcessorientedorganizationMBA381—10MBA3910Figure10currentdemandinformationflowchartandtheimprovedone2—113ICRiskPoolingVMIwafer//MBA4011FIGURE11R&DFlowChart20%1012MBA4112Figure12PartofRenesasCustomerManagementProcedure422SupplyChainStrategicPartnershipMBA42(1)1+12(2)(3)(4)1OEMEMS44Table4BenefitofSCCooperation(MBA4321313Figure13ClassificationofChannelArrowAvnetIDHIDHDesignHouseDesignHouse14On-lineIDH0123MBA4414Figure14ScoringMethodofDistributionChannels3DesignHousePC/AV423%+%+3010%29-257%10-253%1-100%12345ROM678910111213MBA45BusinessProcessOutsourcing--BPO123456TheThirdPartyLogistics--3PLorTPL3PL3PL1MBA46IT23PL3VMI424MBA47SCMWMSERP-IIITIT101RainbowG3RainbowG3SAP--AccentureITMBA482MIS15What-if”15FIGURE15KeyAspectsOfSupplyChainTechnologyStrategyMBA49(3)ITE-BusinessB2BBusinesstoBusinessVMIB2BIDHMBA505.1MRP81~22~33~43~498%5.2MBA5112PhilipConsignmentStockVMI3IDHMBA525.3IT:()1/2~1/31~20.5~1MBA535.4IDH07RFICMBA54MBA55[1]2006.1137-39[2]2